Dive Brief:
- Instagram users and influencers alike are not looking forward to expected algorithm changes on the social photo network. The changes, which are still in testing mode, would impact how posts are displayed on timelines, with posts appearing based on an algorithm rather than in chronological order.
- Some users started an online petition to plead with Instagram to not go through with the changes, and influencers for their part are asking followers to turn on notifications to make sure they will see new posts from the influencers.
- According to Instagram, despite fears the change is imminent, but the platform is still experimenting with the algorithm revamp, which may not come for "weeks or even months."
Dive Insight:
Concern about the change among users is unsurprising – recall all the teeth-gnashing over Facebook’s (Instagram’s parent company) news feed overhauls in the past, or the frenzy over Twitter's recent timeline overhaul?
For influencers, however, the worry is about its impact on their revenue. But, what might a new algorithm-driven timeline that rewards good content mean for marketers on Instagram?
Like with changes to its parent company’s timeline, in the near-term it means marketers will likely have fewer of their posts seen by what was most likely a carefully created group of brand followers. And like with Facebook, the change will force marketers to engage with Instagram with more paid social media than organic interaction to ensure their messages are getting to their desired audience.
Because Instagram’s algorithm will put value on quality over quantity as well as engagement, marketers will have to spend more time creating solid content that appeals to their audience rather than creating a steady diet of posts.
